Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Digital PoliBa

Lezione Contamination Lab - Politecnico di Bari

  • Login to see the comments

Digital PoliBa

  1. 1. Bari, 18/01/2018 Speaker Ing. Salvatore Modeo Salvatore.modeo@gmail.com 29/01/18 #Bo+egheHighTech 1
  2. 2. Chi sono! 29/01/18 Copyright © 2015 - All Rights Reserved 2 Educazione Attitudini Competenze LM in Ingegneria Gestionale (2011), Isufi Licenza in e-Business (2011), Master in Innovation Management (2014), PMP (2014). CEO & Co-founder MRS srl (2011), Fondatore The Qube (2013), Vinoled SRL (2014), CdA Confcommercio Lecce (2013), Officine Cantelmo (2015), Molo12 (2017). Problem Solving, Innovazione, Intraprendenza, Leadership, Comunicazione, Equilibrio, Strategia, Curiosità.
  3. 3. Argomenti di oggi! 29/01/18 #Bo+egheHighTech 3 Idea Value Proposition Analisi di mercato
  4. 4. 1. Idea 29/01/18 #Bo+egheHighTech 4
  5. 5. Idea! 29/01/18 #Bo+egheHighTech 5 Qual è il valore di un’idea? (scrivetelo su un pezzo di carta)
  6. 6. Da dove nasce?! 29/01/18 #Bo+egheHighTech 6 Vision Mission
  7. 7. Vision! Perché lo stiamo facendo? 29/01/18 #Bo+egheHighTech 7
  8. 8. Una buona Vision! •  Corta •  Facile da capire •  Diventa attuale in meno di 5 anni •  Persistente (dura per decenni) Esempio: Un computer per ogni singola postazione d’ufficio. [Microsoft, 1975] 29/01/18 #Bo+egheHighTech 8
  9. 9. Mission! •  Cosa stiamo facendo? •  Per chi? Esempio: Sviluppare un sistema operativo facile da usare per ogni vendor di piattaforma hardware. [Microsoft, 1975] 29/01/18 #Bo+egheHighTech 9
  10. 10. Elevator Pitch (EP)! 29/01/18 #Bo+egheHighTech 10
  11. 11. Esercitazione! Tempo: 10 min Attività: Scrivere un Elevator Pitch su questo modello: Per (CLIENTE) che ha (PROBLEMA), il (NOME PRODOTTO) è un (CATEGORIA) che offre (BENEFICIO). A differenza di (COMPETITOR), il prodotto è migliore perché (DIFFERENZA). Risultato: Elevator Pitch della propria idea. 29/01/18 #Bo+egheHighTech 11
  12. 12. Team! 29/01/18 #Bo+egheHighTech 12
  13. 13. Esercitazione! Tempo: 20 minuti Attività: 1.  Formare 10 gruppi Note: non ci possono essere studenti della stessa facoltà all’interno dello stesso gruppo. 2. Presentarsi e presentare la propria idea. 3, Scegliere un’idea per gruppo. Risultati: Nome Gruppo, Nome Idea, EP 29/01/18 #Bo+egheHighTech 13
  14. 14. 2. Value Proposition Canvas 29/01/18 #Bo+egheHighTech 14
  15. 15. #1 STARTUP MISTAKE Building Something Nobody Wants
  16. 16. Value Design Process Extract Hypothesis Prioritize Hypothesis Design Tests Prioritize Tests Run Tests Capture Learnings Make Progress our focus
  17. 17. Value Proposition Canvas (VPC)
  18. 18. 9building blocks Business Model Canvas
  19. 19. Business Model Canvas
  20. 20. The set of value proposition benefits that you design to attract customers The set of customer characteristics that you assume, observe and verify in the market FIT? Value Map Customer Profile
  21. 21. Customer ProfileValue Map jobs pains gains gain creators pain relievers products & services Value Proposition Canvas (VPC)
  22. 22. Customer ProfileValue Map PRODUCT INSPIRED INNOVATION
  23. 23. Customer ProfileValue Map CUSTOMER INSPIRED INNOVATION
  24. 24. Customer Profile Overview 1 Download the Customer Profile Canvas 2 Grab a Set of Small Sticky Notes 3 Map Out Your Customer Profile Visualize what matters to your customers in a sharable format 1 page actionable customer profile OBJECTIVE: OUTCOME:
  25. 25. Choosing a Customer Segment
  26. 26. Definition: Customer Segment The groups of people or organizations who share similar characteristics that you aim to reach and create value for them
  27. 27. MARKET SEGMENTATION DEMOGRAPHICS GEOGRAPHICS PSYCHPGRAPHICSBEHAVIORAL Age Gender Income Marital Status Ethnic Background Activities Personality & Values Attitudes Benefits Usage Rates Local Patterns National International Regional
  28. 28. Taxi Passengers in Amman, Jordan 1. Customer Segment Taxi Passengers in Amman, Jordan
  29. 29. 2. Customer Jobs Find Taxi Give directions Pay Call Taxi What customers are trying to get done?
  30. 30. 3. Customer Pains Find Taxi Give directions Pay Wait a long time Compete with other customers Overcharged by Taxi Unsafe driver Call Taxi What annoys the customer before, during & after getting job done
  31. 31. 4. Customer Gains Find Taxi Give directions Pay Wait a long time Compete with other customers Overcharged by Taxi Unsafe driver Easy payment Fair price Arrive on time professional Call Taxi What outcomes & benefits customers want?
  32. 32. 5. Ranking Find Taxi Give directions Pay Wait a long time Compete with other customers Overcharged by Taxi Unsafe driver Easy payment Fair price Arrive on time professional Call Taxi What is the customer priority?
  33. 33. Find Taxi Give directions Pay Wait a long time Compete with other customers Overcharged by Taxi Unsafe driver Easy payment Fair price Arrive on time professional Call Taxi 5. Ranking What is the customer priority? Ranked Ranked Ranked
  34. 34. Customer Profile Summary 1 Select customer segment 2 Identify customer Jobs 3 Identify customer pains 4 Identify customer gains 5 Prioritize jobs, pains & gains Visualize what matters to your customers in a sharable format 1 page actionable customer profile OBJECTIVE: OUTCOME:
  35. 35. Value Map Overview 2 Download the Value Map Canvas 3 Grab a Set of Small Sticky Notes 4 Map out how you create value for your customers Describe explicitly how your products and services create value 1 page map of value creation OBJECTIVE: OUTCOME: 1 Grab the Customer Profile you previously completed
  36. 36. 1. Products & Services Taxi Smartphone App What you offer customers Find Taxi Give directions Pay Wait a long time Compete with other customers Overcharged by Taxi Unsafe driver Easy payment Fair price Arrive on time professional Call Taxi
  37. 37. 2. Pain Relievers Taxi Smartphone App No Cash Assigned driver Cost System How exactly your products and services alleviate specific customer pains Instant booking Find Taxi Give directions Pay Wait a long time Compete with other customers Overcharged by Taxi Unsafe driver Easy payment Fair price Arrive on time professional Call Taxi
  38. 38. 3. Gain Creators Taxi Smartphone App No Cash Assigned driver Cost System Save Time Professional drivers Visual Map Rating System How your products and services create customer gains Instant booking Find Taxi Give directions Pay Wait a long time Compete with other customers Overcharged by Taxi Unsafe driver Easy payment Fair price Arrive on time professional Call Taxi
  39. 39. Taxi Smartphone App No Cash Assigned driver Cost System Save Time Professional drivers Visual Map Rating System Instant booking Products & Services Rank products & services from nice to have to essential Pain Relievers Rank pains from nice to have to essential Gain Creators Rank gains from nice to have to essential
  40. 40. Taxi Smartphone App No Cash Assigned driver Cost System Save Time Professional drivers Visual Map Rating System Instant booking Products & Services Rank products & services from nice to have to essential Pain Relievers Rank pains from nice to have to essential Gain Creators Rank gains from nice to have to essential RANKED
  41. 41. Taxi Smartphone App No Cash Assigned driver Cost System Save Time Professional drivers Visual Map Rating System Find Taxi Give directions Pay Wait a long time Compete with other customers Overcharged by Taxi Unsafe driver Easy payment Fair price Arrive on time professional Call Taxi Instant booking Ranked VPC
  42. 42. Value Map Summary 1 List products and services 2 Outline pain relievers 3 Outline gain creators 4 Rank by order of importance Describe explicitly how your products and services create value 1 page map of value creation OBJECTIVE: OUTCOME:
  43. 43. Fit Overview Verify if you are addressing what matters to customers Connection between your products and services and customer jobs, pains, and gains OBJECTIVE: OUTCOME: 1 Bring in the Value Proposition Map and Customer Segment Profile you completed earlier. 2 Go through Pain Relievers and Gain Creators one by one, and check to see whether they fit a customer job, pain, or gain. 3 Put a check mark on each one that does.
  44. 44. Taxi Smartphone App No Cash Assigned driver Cost System Save Time Professional drivers Visual Map Rating System Find Taxi Give directions Pay Wait a long time Compete with other customers Overcharged by Taxi Unsafe driver Easy payment Fair price Arrive on time professional Call Taxi Instant booking Taxi Smartphone Application
  45. 45. Test Your Customer Assumptions Best Fit wrong assumptions! Customer
  46. 46. Adjust & Redesign
  47. 47. Best Fit 1 2 n
  48. 48. Strategyzer.com/vpd Taxi Smartphone App Taxi passengers book a taxi minimizing waiting time for a taxi enjoying affordable prices Typical taxi services by phone ad-lib VALUE PROPOSITION TEMPLATE
  49. 49. SUMMARY The Value Proposition Canvas (VPC) helps clarify the customer needs & how to create value for them Extract value propositions using ad-libs Take insights and update VPC Validate by talking to customers 1. 3. 2. 4.
  50. 50. Esercitazione! Tempo: 60 minuti Attività: 1.  Lavoro di gruppo. 2.  Strutturare il Value Proposition Canvas per la propria idea Risultati: VPC 29/01/18 #Bo+egheHighTech 19
  51. 51. 3. Analisi di mercato 29/01/18 #Bo+egheHighTech 20
  52. 52. Quale mercato?! 29/01/18 #Bo+egheHighTech 21
  53. 53. Stima del Mercato! TAM – Total Addressable Market 29/01/18 #Bo+egheHighTech 22 Esempio Il mercato dei gelaS in USA (10bn$) Report & DaS Disponibili Analisi Bo+om-Up*
  54. 54. Stima del Mercato! SAM – Served Available Market 29/01/18 #Bo+egheHighTech 23 Esempio I gelaS nei supermercaS USA (6 bn$) Business Model
  55. 55. Stima del Mercato! SOM – Serviceable Obtainable Market 29/01/18 #Bo+egheHighTech 24 Esempio I gelaS nei supermercaS di NY (240 M$) Business Plan
  56. 56. Alcuni Strumenti! Per la raccolta di dati di mercato con approccio Bottom-Up è possibile strutturare un questionario con uno dei seguenti strumenti: 29/01/18 #Bo+egheHighTech 25
  57. 57. Esercitazione! Tempo: 30 minuti Attività: 1.  Identificare TAM-SAM-SOM 2.  Realizzare un mini questionario con tre domande utilizzando uno dei tre tool. Risultati: Simulazione di un’analisi di mercato. 29/01/18 #Bo+egheHighTech 26
  58. 58. Riferimenti! Slideshare The Qube 29/01/18 #Bo+egheHighTech 27 Laboratorio dal Basso Startup Just Do It
  59. 59. Contacts! 29/01/18 #Bo+egheHighTech 28 www.theqube.eu facebook.it/theqube.it twi1er.com/the_qube slideshare.net/theqube info@theqube.eu

×